MailerLite Implementation Guide — 52 Skills LTO Launch

Date: May 25, 2026 For: Kathryn (builds in MailerLite) From: Cade (packaging from automation spec + launch checklist) Scope: Launch-blocking items only. Long-term nurture (Nurture B transition, value emails) is post-launch.

What's Already Built

Before you start, here is what is done and working. Do not rebuild these.

Existing MailerLite groups (already created):

What You're Building Now

Seven items, in dependency order. Complete them in this sequence.

Step 1: Create Two New MailerLite Groups

You need two new groups for the SLO buyer path and the OTO2 product. Create Start + Complete pairs for each, matching the naming convention already established.

In MailerLite > Subscribers > Groups > Create group:

Why Start + Complete pairs: This matches the pattern used for LTO, Bump, and OTO-SOP Manual. ThriveCart sends a webhook on purchase start and purchase completion. The "Start" group is the trigger for automations. The "Complete" group is for tracking and segmentation.

Verify: After creating, you should have 10 total groups (the original 6 + these 4).

Step 2: Build Sequence A Automation (5 Emails)

This replaces the old CIB nurture sequence. It converts CIB opt-ins who did NOT buy on the thank-you page into $7 buyers.

In MailerLite > Automations > Create automation:

Automation name: "Nurture \| CIB to 52 Skills"

Trigger:

• Type: "When subscriber joins a group"
• Group: "CIB Subscribers" (your existing CIB opt-in group)
• Condition: Subscriber is NOT in group "Start \| LTO-52 Claude Skills"

Email sequence (add each email step with delays between):

A1 conditional content note: A1 has a conditional content block. If the subscriber clicked the CIB download link in the Day 0 delivery email, show the "if you've already run it" version first. If not, lead with re-delivery and simpler instructions. Set this up using MailerLite's conditional content block within the A1 email step.

Exit condition:

• Type: "When subscriber joins a group"
• Group: "Start \| LTO-52 Claude Skills"
• Action: Remove subscriber from this automation

This means: if someone buys the 52 Skills at any point during the 8-day sequence, they immediately exit Sequence A. They will enter Sequence B automatically because Sequence B triggers on "Start \| LTO-52 Claude Skills".

After sequence ends: Non-buyers stay on "CIB Subscribers". No further automated action needed for launch. Long-term nurture is a post-launch build.

Do NOT activate yet. This activates during The Swap (Step 5 in the launch checklist).

Step 3: Build Sequence C Automation (8 Emails)

This is the buyer nurture for people who purchase from the Meta ad SLO page directly -- they have NO CIB context (never downloaded the Client Intelligence Brief, never experienced Kathryn's framework thinking firsthand).

In MailerLite > Automations > Create automation:

Automation name: "Nurture \| SLO Buyers to PBOS"

Trigger:

• Type: "When subscriber joins a group"
• Group: "Start \| SLO Buyers"

Why "Start \| SLO Buyers" and not "Start \| LTO-52 Claude Skills": Both SLO buyers and CIB-path buyers end up in "Start \| LTO-52 Claude Skills" (they bought the same product). The distinguishing group is "Start \| SLO Buyers" -- only Meta ad buyers who came through the SLO page get added to this group. This is how you route SLO buyers to Sequence C instead of Sequence B.

Email sequence:

Day map for reference: C1 = Day 0, C2 = Day 2, C3 = Day 4, C4 = Day 6, C5 = Day 9, C6 = Day 11, C7 = Day 14, C8 = Day 17.

C1 note: C1 is the delivery email for SLO buyers. It contains the same Notion access link and Quick-Start instructions as B1, PLUS an origin paragraph that establishes who Kathryn is. This is necessary because SLO buyers skipped the CIB -- they have no framework context. If the Notion link or Quick-Start instructions change, update both B1 and C1.

Exit condition:

• Type: "When subscriber joins a group"
• Group: "PBOS Founding Members" (create this group if it does not already exist)
• Action: Remove subscriber from this automation

After sequence ends: Subscribers enter long-term nurture (post-launch build). For now, they simply finish the sequence.

Activate this automation now. It will sit dormant until the ThriveCart SLO routing is configured (Step 5) and Meta ads start driving SLO traffic.

Step 4: Build OTO2 Delivery Automation

This sends the delivery email when someone purchases the $97 DFY Project (OTO2 in the upsell chain).

In MailerLite > Automations > Create automation:

Automation name: "Deliver \| OTO-DFY Project"

Trigger:

• Type: "When subscriber joins a group"
• Group: "Start \| DFY Project Buyers"

Email (single step, immediate):

No exit condition needed. This is a single delivery email, not a sequence.

Copy note: The delivery email copy for OTO2 may not be written yet. If it is not in the vault, write it following the same pattern as the bump delivery email and OTO1 delivery email (both already built and active). Keep it short: access link, what they bought, how to use it, Kathryn's sign-off.

Activate this automation now. It will sit dormant until ThriveCart is configured to add OTO2 buyers to this group (Step 7).

Step 5: Set Up ThriveCart SLO Buyer Routing

This is the critical routing step. Right now, ThriveCart adds all $7 buyers to "Start \| LTO-52 Claude Skills" -- which triggers Sequence B. For SLO buyers (from Meta ads, no CIB), you need them to ALSO be added to "Start \| SLO Buyers" so they enter Sequence C instead.

The routing logic:

How to distinguish SLO buyers from CIB buyers in ThriveCart:

You need a separate ThriveCart checkout URL (or a separate product) for the SLO sales page. There are two approaches:

Option A: Separate ThriveCart product for SLO (recommended)

1. In ThriveCart, duplicate the existing "52 Claude Skills" product
2. Name the duplicate something like "52 Claude Skills - SLO" (this is internal only, the buyer never sees it)
3. On the duplicate product, configure the MailerLite webhook to add buyers to ALL of these groups:

• Start \| LTO-52 Claude Skills
• Complete \| LTO-52 Claude Skills
• Start \| SLO Buyers
• Complete \| SLO Buyers

1. The duplicate product has the same price ($7), same bump ($12), same OTO chain
2. Update the SLO sales page (lto-standalone-page.html / thepracticebuilders.ai/52-skills) CTAs to point to the duplicate product's checkout URL
3. The CIB thank-you page CTAs continue pointing to the original product's checkout URL

Why separate products: ThriveCart webhooks are configured per product. If you use the same product for both paths, there is no way to conditionally add the "SLO Buyers" group only for buyers who came from the SLO page.

Option B: Single product with URL parameter tracking

If ThriveCart supports conditional webhook logic based on URL parameters or referral source, you could add a parameter to the SLO checkout URL (e.g., ?source=slo) and configure ThriveCart to add the "SLO Buyers" group only when that parameter is present. Check ThriveCart's current capabilities. If this is available, it avoids duplicating the product. If it is not available, use Option A.

Critical check after setup: The SLO buyer must end up in BOTH "Start \| LTO-52 Claude Skills" (so delivery works) AND "Start \| SLO Buyers" (so they enter Sequence C, not Sequence B).

Sequence B conflict prevention: Sequence B triggers on "Start \| LTO-52 Claude Skills" with the condition that the subscriber IS in "CIB Subscribers". SLO buyers will NOT be in "CIB Subscribers" (they never opted in for the CIB). This means Sequence B will not fire for SLO buyers. Sequence C triggers on "Start \| SLO Buyers", so it fires only for SLO buyers. The routing works because the trigger conditions are mutually exclusive:

• Sequence B: in "Start \| LTO-52 Claude Skills" AND in "CIB Subscribers" = CIB-path buyer
• Sequence C: in "Start \| SLO Buyers" = SLO-path buyer

Verify this logic matches your Sequence B automation trigger. Open "Nurture \| LTO 52 skills to PBOS" in MailerLite and confirm the trigger includes the "CIB Subscribers" group condition. If it only triggers on "Start \| LTO-52 Claude Skills" without that condition, SLO buyers will enter BOTH Sequence B and Sequence C. Fix the Sequence B trigger before activating ads.

Step 6: ThriveCart OTO2 Product Setup ($97)

The current upsell chain is: $7 checkout > $12 bump > $29 OTO1 > thank-you. You need to insert OTO2 ($97) between OTO1 and the thank-you page.

In ThriveCart:

1. Create a new product:

• Product name: "DFY Project" (or whatever the OTO2 product name is)
• Price: $97, one-time payment
• This is NOT a standalone product -- it only appears as an upsell in the chain

1. Add to the upsell chain:

• Go to the existing "52 Claude Skills" product (and the SLO duplicate if you created one in Step 5)
• In the upsell/funnel settings, find the current chain: Checkout > Bump > OTO1 > Thank-you
• Insert OTO2 after OTO1: Checkout > Bump > OTO1 > OTO2 > Thank-you
• The OTO2 page needs to be built (check if oto-dfy-project.html exists in the vault, or build it following the same pattern as oto-sop-manual.html)

1. Configure the OTO2 page:

• Price displayed: $97
• "Yes" button: Adds the $97 charge and proceeds to thank-you
• "No thanks" link: Skips to thank-you
• Page design should match the OTO1 page pattern

1. Apply to both products: If you created a separate SLO product in Step 5, configure the same OTO2 upsell on that product too. Both funnels (CIB path and SLO path) should have the same OTO chain.

Step 7: ThriveCart Webhook for OTO2

Connect the OTO2 purchase to MailerLite so the delivery automation (Step 4) fires.

In ThriveCart > Product "DFY Project" > Settings > Integrations (or API/Webhooks):

1. Add MailerLite integration for the OTO2 product
2. On purchase, add subscriber to these MailerLite groups:

• Start \| DFY Project Buyers
• Complete \| DFY Project Buyers

1. Test: Make a test purchase through the full funnel ($7 > bump > OTO1 > OTO2). Verify:

• Subscriber appears in "Start \| DFY Project Buyers" group in MailerLite
• The delivery automation ("Deliver \| OTO-DFY Project") fires
• The delivery email arrives

If you used Option A in Step 5 (separate SLO product): You need to configure the same OTO2 webhook on the SLO product's OTO2 as well. Both products' OTO2 purchases should add to the same "Start \| DFY Project Buyers" and "Complete \| DFY Project Buyers" groups.

End-to-End Verification Checklist

After completing all 7 steps, run these tests to confirm everything works. Do not launch ads until every test passes.

Test 1: CIB Path Full-Stack Buyer

1. Opt in to CIB form (creates subscriber in "CIB Subscribers")
2. Confirm: Sequence A should trigger after 1-day delay (A1 scheduled)
3. Purchase $7 via the CIB thank-you page checkout link (original ThriveCart product)
4. Confirm: Subscriber added to "Start \| LTO-52 Claude Skills"
5. Confirm: Subscriber exits Sequence A (if it started)
6. Confirm: Sequence B fires (B1 delivery email arrives)
7. Confirm: Subscriber is NOT in "Start \| SLO Buyers"
8. Confirm: Sequence C does NOT fire

Test 2: SLO Path Full-Stack Buyer

1. Purchase $7 via the SLO sales page checkout link (SLO ThriveCart product, if using Option A)
2. Accept the $12 bump
3. Accept the $29 OTO1
4. Accept the $97 OTO2
5. Confirm: Subscriber added to "Start \| LTO-52 Claude Skills"
6. Confirm: Subscriber added to "Start \| SLO Buyers"
7. Confirm: Subscriber added to "Start \| Bump-Skill Maps"
8. Confirm: Subscriber added to "Start \| OTO-SOP Manual"
9. Confirm: Subscriber added to "Start \| DFY Project Buyers"
10. Confirm: Sequence C fires (C1 delivery email arrives -- NOT B1)
11. Confirm: Sequence B does NOT fire
12. Confirm: Bump delivery email arrives
13. Confirm: OTO1 delivery email arrives
14. Confirm: OTO2 delivery email arrives

Test 3: Sequence A Exit

1. Start a CIB subscriber through Sequence A (opt in, do not buy)
2. Wait for A1 to send
3. Purchase $7 via CIB path
4. Confirm: Subscriber exits Sequence A
5. Confirm: Subscriber enters Sequence B (B1 fires)
6. Confirm: A2-A5 do NOT send after the purchase

ThriveCart Pixel Settings (Completed May 29, 2026)

These settings were configured post-launch to fix attribution and improve tracking accuracy. Documenting here for reference if settings need to be verified or reproduced.

Location in ThriveCart: Product settings > Tracking/Pixel section

Domain verification (completed May 28, 2026): 52aiskills.com verified in Meta Business Manager (Settings > Owned Domains). DNS TXT record added via domain registrar. This was required before CAPI and purchase attribution would work correctly.

What's NOT in This Guide (Post-Launch)

These items are not launch-blocking. Build them after ads are live and running:

• Nurture B transition email — fires 2 days after Sequence B or Sequence C completes. Post-launch.
• Nurture B value emails (NB-V1 through NB-V8) — weekly cadence for sequence completers. Post-launch.
• PBOS onboarding automation — separate build, triggers on PBOS purchase. Not in scope.
• Existing List Sequence — 2 emails for current CIB subscribers. Already in the launch checklist as a separate task (not blocked by SLO/OTO2 work).
• OTO3 ($197) — not built yet. Separate product and funnel build when ready.

Quick Reference: All MailerLite Automations After This Build